30 Rockefeller Center officially rebranded as the Comcast Building

One of New York's most iconic landmarks, 30 Rockefeller Plaza, has been rebranded as the Comcast Building.

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The Art Deco skyscraper, which houses NBC's East Coast headquarters and broadcast center — home to "Saturday Night Live," "Nightly News," "The Tonight Show" and the "Today" show — was previously named the General Electric Building.

The General Electric (GE) Building has been renamed. It's now the Comcast Building. (Bloomberg via Getty Images)

From 1933 to 1988 it was known as the RCA Building, but the 70-story, 850-foot high structure is fondly referred to by tourists, tenants and New Yorkers by its longtime nickname, 30 Rock.

NBCUniversal's parent company, Comcast, is based in Philadelphia.

Last year, the New York City Landmarks Preservation Commission granted Comcast permission to modify the building to reflect its ownership.

The company has removed the neon GE lettering and replacing them with a 10-foot tall LED-lit Comcast/NBC logo and the TV network's Peacock mascot on the building's west facing side.